In all categories of presenting information, how much does sequencing count?
Consider a few ingredients of communication: the Chunk Size of the information (Big Picture or Detail), Representational System Predicates (Visual, Auditory, Kinesthetic, Olfactory, Gustatory, and Unspecified), the structure of the information (grammar, syntax, etc.) and the amount of information. Then add to this the question of what is it you want the intended listener to do with the information. Do you want a simple decision, an opinion, an Action?
I wrote an article a while ago about the chunk size of writing and paragraphs and their visual impact upon the reader's interest in reading all the information and their natural ability to collect information before reaching the point of overload. In the computer programming business, this is known as "stack overload" except that for readers it is that first visual impact on a large chunk scale.
Auditorily, the process is different because there is no "preview" of the amount or chunk size or number of "choices" the listener may have.
A few years ago Kathleen and I were consulting with a bank. The actual project was working with their customer service representatives who would be handling the phone calls in their call center. Our project was clearly specified in that the bank needed to have their people trained while the bank was also starting up their new computer system where customers "could" call in and use the automated system and quite easily at that.
The first thing we noticed was that the bank extended our project because of 2 factors: the first was the turnover rate and the second was their need to increase the customer service staff, which was odd considering that they just spent a few million dollars for an automated system.
When they told us they needed additional training sessions we asked (which most other consultants wouldn't do) what the reason or reasons were. And they confirmed the first, which was the turnover rate, which was above what we would consider acceptable, even in the customer service industry. And the second was that due to their policy that no customer would be placed on hold for more than 30 seconds (their target was 10), that in order to maintain this, more staff was needed.
We wanted to know why more people weren't using the automated system and so did the bank. So we called the new customer number they were providing. And the message was like this: Thank you for calling XYZ Bank. If you want to use our new automated computer system, press 1. If you prefer to speak with a customer service representative, please press 2 now.
In the sequencing of information and considering who might be calling the bank's phone line, we realized something else we are very aware of: the sequencing was not in their best interest based on their desired result.
The simple reason is that, when given a small set of limited choices that are not specifically directed, many people will choose the latter because of the simplicity of it. In other words, if the message was for a different set of choices, like "if you want sales, press one; for billing, press 2; for questions about your order, press 3", that would be different. In the case of the customer having a problem with their account, or a question about their account, it really didn't matter to them "how" they got the service they needed, and both choices offered by the bank were viable. So we suggested the bank reverse the sequence and change a few of the words:
"Thank you for calling XYZ Bank. If it's necessary to speak with someone, please press 2 and someone will be able to help you as soon as possible. To access your account immediately and easily, press 1 now."
Now, you may have noticed the change in the number sequence, and this actually came later as played with different variations. The interesting note: No matter how we changed the words, the sequence change was the most significant. People would choose the latter in most cases. And, of course, as we changed the wording, the amount of people choosing the latter option would also change, most times for the better, until we got it to the bank's desirable level, and then some.
Of course, our project was cut back over time as fewer humans were needed because more people were using the automated system and most consultants would think that our recommendation was silly. Our prime purpose was to help the bank achieve their goals and we did.
Did it hurt us? NO, IT HELPED US, as we got more business from them in other areas of the bank and then the predictable happened: the manager of the department that hired us left the bank as her services were no longer required. She was offered a different internal job but she was not interested). The staff was in place and stable and she was then able to go and work somewhere else. She remembered us, and subsequently brought us in to her new place of employment because of the success she enjoyed immensely!
So, in considering the sequence and chunking of your messages, including writings,
would you rather give the choices in such a way that lots of information is
given so that the listener or reader can have as much information as you think
they may need and then have them think things through or just keep the choices
simple with the one you would prefer they make the training one?
The best investment is in oneself. John La-Valle and Dr. Richard Bandler’s seminars are world renowned. And simply put, they are worth attending. Invest in yourself - for a change! Persuasion Engineering - Feb. 2006 - Orlando, Florida Mediataion Magik and Change - Feb. 2006 Charisma Enhancement (Trainer Training & Public Speaking)
Bandler & La Valle. Feb. 2006 - Orlando, Florida!
© Copyright - John LaValle 2005 - All rights reserved!
When I was starting out in my business I had a meeting with a very well-known
motivational speaker. I had met him before at a seminar and interviewed him
over the phone for a book, so I felt somewhat comfortable. While on the phone
interview, I told him I wanted to write for him. He was surprisingly very open
to it. As an idea guy, he was bursting with brilliance but short on staff. We
discussed possibilities and soon I was set up with a project. Once I finished,
I knew there were many others sitting in his office waiting to be sold. But
he was so busy I couldn't connect with him. So, I planned a shopping day near
his office (an hour away from me) and asked if I could drop by. Fortunately,
his schedule had an opening!
I had a little trouble navigating to the offices and was late, which I hate. He had lunch ready for us in a conference room where we could chat. After showing me around, he asked me to deliver my 30 second "elevator speech." You know, how you would explain what you do to a stranger in 30 seconds or less.
I didn't have one.
If you think my hair is red, you should have seen my entire face and neck. I turned a noticeably deep shade of scarlet. He looked dumbfounded. Fortunately, he was able to glean enough of what he needed through our conversation to figure out how I sell myself (obviously, not very well that day). I learned my lesson. I went home and wrote my elevator speech that night. I suggest you do the same. See my instructions below.
YOUR ELEVATOR SPEECH - STEP-BY-STEP
An "elevator speech" is a short synopsis of your business that can potentially get you clients. It shouldn't take any longer to deliver than the time you would spend going between floors in an elevator - roughly 30 seconds. If you have an enticing opening, people often want to know more. Then you reel 'em in.
When crafting your elevator speech, remember to include the "what's in it for me" factor. They don't really care what you do. They want to know what's in it for them. How can you help them?
1. Identify your target market at the beginning of your speech. Don't be afraid to be narrow. Having a niche is preferable, as you probably already know. Everyone can't be your client.
2. Identify the problem you solve for your target market. This should provoke curiosity. "I help widget manufacturers who have a hard time increasing their sales."
3. Expound on how you solve that problem. What techniques do you use? What are some examples of your results for other clients? Know statistics about trends in their industry if possible.
4. Separate yourself out from the pack. Why is your company different than the others? Why should they hire you?
5. Practice, practice, practice saying it until it sounds natural. Otherwise you'll SOUND like you're selling and turn off the listener immediately.
Here's mine. You're welcome to use it as a template, but please don't copy it word for word. It would be embarrassing to have my speech delivered back to me one day (though I would respect you for having one at all!)
"I work with entrepreneurs who are having trouble increasing their sales. So I woo their customers into buying by using persuasive language - I'm a copywriter. Since sales are all about relationships, I write copy that builds trust and loyalty to my clients by using the right words. I start by learning all about their business and competition. Then I don't waste anybody's time because, I know going in what works and what doesn't. There are certain techniques and psychological factors that can dramatically increase sales. I know them."
International copywriting trainer, author and speaker, Lorrie Morgan-Ferrero has been a freelance writer and journalist for over 25 years. Her words have netted her clients (Mark Victor Hansen, Les Brown, John Childers and many more) hundreds of thousands of dollars. She also teaches others the skill of copywriting via her award-winning home study course – Red-Hot Copy to Woo Your Target Market. In addition, Lorrie is the creator of the Red-Hot Copywriting Bootcamp and founder of Copy Campus, a unique membership resource site designed to support copywriters and entrepreneurs on all levels. Visit Lorrie's site Red-Hot Copy.com and her blog to learn more.
© Copyright - Lorrie Morgan Ferrero 2005 - All rights reserved!